FLANDERS INVESTMENT & TRADE MARKET STUDY - Flanders Investment & Trade
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A R K E T
B E E R M
THE
I N P E R U
FLANDERS INVESTMENT & TRADE MARKET STUDY
The Beer Market in Peru
January 2018
Pieter Embo, Head of Office FIT Lima
Flanders Investment & Trade Peru
Avenide Angamos Oeste, 380 Miraflores
18 Lima
Perú
lima@fitagency.com
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pagina 1 van 42 The BEER MARKET IN PERU 17.01.2018
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THE BEER MARKET IN PERU
Flanders Investment and Trade - Perú
Publicatiedatum / 17.01.2018
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pagina 2 van 42 The BEER MARKET IN PERU 17.01.2018
TABLE OF CONTENTS 1. Executive summary......................................................................................................................................................... 4 2. Introduction .........................................................................................................................................................................5 3. Description of the beer industry in Perú..........................................................................................................6 4. Breweries ............................................................................................................................................................................... 7 4.1 Domestic breweries 7 4.1.1 Unión de cervecerías peruanas backus y johnston s.a.a. 7 4.1.2 AJEgroup 10 4.2 Artisanal breweries 10 5. Trade flows......................................................................................................................................................................... 12 5.1 Important statistics 12 5.2 Top 20 brands imported beers 19 5.3 Belgian beer exports evolution 21 5.4 Peruvian beer exports evolution 22 6. Channels of distribution and pricing tables ................................................................................................. 23 7. Tariff advandages and taxes.................................................................................................................................. 25 8. Labelling and packaging requirements ........................................................................................................... 27 8.1 Labelling 27 8.2 Packaging 28 9. Product potential .......................................................................................................................................................... 28 10. New trends in peruvian beer market .............................................................................................................. 30 11. Recognition of belgian beer in Perú................................................................................................................... 31 12. Testimonials ...................................................................................................................................................................... 34 13. Press releases ................................................................................................................................................................... 36 13.1 Event related 36 13.2 Consumption 36 13.3 General information 36 14. Commercial events related to beer in Perú ................................................................................................. 38 15. Conclusion .......................................................................................................................................................................... 39 16. References .......................................................................................................................................................................... 40 //////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// pagina 3 van 42 The BEER MARKET IN PERU 17.01.2018
1. EXECUTIVE SUMMARY This paper gives the reader an overview of the current situation regarding the beer business in Perú. It will give an extended description of the national breweries and their products with a great attention towards the Unión de Cervecerías Backus & Johnston, which is the company who has the monopoly on the market. Also this paper will focus on the aspect of importation of foreign beers in Perú and the explanation of current tendencies regarding Belgian products that already entered in the country. Over the past years, a real evolution in the Peruvian beer market took place. The reason for this evolution is the upcoming of new trends. In general, the total of importations of foreign beers became greater in the nationalistic market and this development will be shown with analytical information in the paper. Another serious trend in Perú is the presence of artisanal breweries and their products and that also will be researched. Furthermore, the market research will provide insight into the current situation regarding Belgian imports in the country, with a specific attention towards the Peruvian import companies and the products that are already available on the market. Also, because of the chapter ‘Testimonials’, the reader will get an idea about the reputation and distribution of Belgian beers in Perú. For more in- depth information about this developing beer market sector, we invite you to read the present paper. //////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// pagina 4 van 42 The BEER MARKET IN PERU 17.01.2018
2. INTRODUCTION
The following research is intended for all Belgian breweries and interested Flemish companies who
would like to have a good knowledge of the overall structure of the Peruvian beer industry.
This beer market research and the topics discussed were defined by the number of requests that FIT
Lima has received over the last months from Flemish companies, which consider to enter the Peruvian
beer market. The figures and graphics illustrate recent tendencies of the beer sector in Perú.
In a first part of the research, the beer industry in Perú is briefly described and a historic timeline is
made to show the evolution to nowadays. It includes the description of the most important player
Backus & Johnston, who own the monopoly. Furthermore, there is a profound explanation of all the
national breweries and their Peruvian products.
We also provide the reader an overview of the most recent related trade flows. This will be
documented with import evolution from 2012 to 2016, statistics, graphs, Peruvian exports’ evolution,
prices in the local market of national and imported foreign beers…
Also, the market research will focus on the current situation of Belgian imports in the beer market of
Perú. A description will be given of the products that are already available for purchase.
Other chapters of the paper will be dedicated on Peruvian regulations and tariff advantages, labeling
regulations and finally there is also a chapter about the consumption and how it has increased over
the last years.
Image 1: Cloudfront, 2017
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pagina 5 van 42 The BEER MARKET IN PERU 17.01.2018
3. DESCRIPTION OF THE BEER INDUSTRY IN PERÚ 154 years ago, the history about Peruvian beer began. During that time, the beer industry reached Perú for the first time. The alcoholic drink, that the Peruvians love right now, arrived in the hands of German and American immigrants. In 15 October 1863, German-native Federico Bindels opened his first ‘Cervecería’, or beer company, with the name Pilsen in the suburbs of capital Lima, Perú. Later, an Italian acquired the beer company and changed the name from brewery Pilsen Callao to Compañia Nacional de Cerveza (CNC). It was only 16 years later that the first competitor of the Pilsen Callao beer was created. This beer was called Cristal and formed the first real competition on a since then monopolized market. A lot of years passed and in 1879, two Americans called Jacobo Backus and Howard Johnston founded a company that previously sold ice but converted itself three years later in Backus & Johnston Brewery Ltd. However, Pilsen Callao and Cristal were not the only products available on the Peruvian market during that time. Located in the central region of the country, beer in Cuzco was made, named Cusqueña. Furthermore, Peruvian beer was produced through companies Cervesur from Arequipa and Cerveza Trujillo from the city of Trujillo. In 1953 arose a definite change in the Peruvian beer industry. For the first time throughout the whole history, Peruvian locals acquired Backus & Johnston and made it the first brewing company in Perú, which was led and owned by nationals. During the 70s, when the government was military, every company tried to launch breweries in each large province of the country. Backus & Johnston took this opportunity and started Cervecería San Juan in Pucallpa and Cervecería in Motupe which released the Peruvian regional brands San Juan and Real. During the 80s and the 90s, a real beer war broke loose between the 3 biggest players on the Peruvian market back then: Backus & Johnston, CNC and Cervesur all fought for the greatest market share. Later that century, Backus & Johnston acquired the Cervecería de Trujillo and with that acquisition originated the UCBJ, the union of beer breweries Backus & Johnston. This union held 90% of the entire market in 1994. In 2004, UCBJ acquired Cervesur and some years later the UCBJ got acquired by Colombian based company Bavaria. In 2005, one of the biggest breweries in the world, Sab Miller acquired Bavaria and thus UCBJ. In that same year Ambev, the Belgian/Brazilian company, entered the Peruvian market. Currently Backus, since 2016 under AB Inbev is the biggest beer brewing company in Perú, with a clear market share of 95 % of the total beer market. One can say that the beer market in Perú is now a classic example of a monopoly. They own, produce and distribute the 3 most popular brands in the country: Cristal, Pilsen and Cusqueña. Therefore, it is very difficult for competition to find a position on this market. //////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// pagina 6 van 42 The BEER MARKET IN PERU 17.01.2018
Image 2: Backus, 2017 4. BREWERIES 4.1 DOMESTIC BREWERIES 4.1.1 Unión de Cervecerías Peruanas Backus y Johnston S.A.A. As briefly explained before, Backus is the biggest player on the Peruvian beer market. With a market share of 95%, the monopoly clearly lies with Backus brewery in this country. The history of the brewery goes back more than 140 years and it all started when two American men, named Jacobo Backus and John Howard Johnston founded in Lima an artificial ice plant where they made ice for three years. However, during that time and age, the demand for beer was enormous and Backus and Johnston changed their ice factory into a brewery. Backus brewery bottles, sells and distributes beverages primarily in Perú. The headquarters are located in Lima and since October 10th 2016, they are a part of AB Inbev group after their fusion with SAB Miller. Nowadays, the brewery is market leader on the Peruvian market and owns 5 production plants all around the country. The location is strategically localized in provinces all around Perú: Lima, Arequipa, Cusco, Motupe and Pucallpa. Furthermore, Backus owns a malting plant and a water factory and has its own distribution company. In the portfolio of Backus brands, there are local and also multinational brands. More than 180000 points of sale, of which include 135000 bodegas (typical Peruvian street stores) around Perú carry these. The company offers super-premium, premium, medium-priced brands of beers and non- alcoholic beverages. //////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// pagina 7 van 42 The BEER MARKET IN PERU 17.01.2018
Backus is mostly present on national level through their diverse level of national and regional beers,
sodas and waters. However, their main focus lies with beer and that is clearly visible in their portfolio.
They own 12 brands and produce licensed brands that they sell nationwide: Cristal, Pilsen Calloa,
Cusqueña, Backus Ice, Pilsen Trujillo, Arequipeña, San Juan, Fiesta Real, Abraxas, Miller Genuine Draft,
Peroni Nastro Azzuro and Grolsch. One should keep in mind that after the acquisition of SABMiller
and thus Backus by AB Inbev Miller, Peroni, Miller and Grolsh became licensed global brands of Backus,
and they started distribuiting them in Perú. Before that these beers were seen imported from Italy,
The United States, Colombia and The Netherlands.
Cristal is the leading beer on the Peruvian market and has the major preference of all Peruvians on
national level. It is present all around the country and is seen as the proud ambassador of the Peruvian
brand. It is also important to mention that in 2017 all conditions will be met for Corona, Budweiser
and Stella Artois to be part of the portfolio of global brands from the new company Backus-AB Inbev.
Characteristics of the Backus’ beers
NAME TYPES COLORS ALCOHOL %
Cristal American lager Gold 4.80%
Pilsen Callao Lager Yellow gold 4.80%
Cusqueña Dorada Lager Intense gold 4.80%
Cusqueña Negra Dark Lager Intense black 5,50%
Cusqueña Roja Lager Reddish gold 5,00%
Cusqueña Trigo Lager Gold 4,90%
Backus Ice Lager Gold 4,25%
Pilsen Trujillo Lager Gold 4,60%
Arequipeña Pilsener Lager Amber 4,60%
San Juan Pilsener Lager Amber 4,60%
Fiesta Real Pale Lager Reddish gold 5,00%
Abraxas Ale Copper 7.00%
Peroni Nastro Azzurro
Pils Gold 5,10%
(Italy)
Miller genuine Draft
Pale Lager Gold 4,70%
(USA)
Grolsch (Holland) Pils Gold 5,00%
Table 1: Characteristics of the Backus brands, (Backus,2017)
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pagina 8 van 42 The BEER MARKET IN PERU 17.01.2018
Picture 1: Backus, 2017
Other products Backus
Backus’ product portfolio also consists of other drinks beside beers. They also offer non-alcoholic
drinks such as sodas, malts and water. San Mateo is the spring water that Backus bottles at their
natural source. Secondly the company produces Guarana Backus, which is an energizing soda that is
made from fruit and the addition of vitamins B1 and B3.
In the portfolio, also exists the drink Maltin Power which is the unique drink of natural barley and
vitamins that gives the consumer energy for every physical or mental challenge. Furthermore, Agua
Tónica is a part of the non-alcoholic portfolio and is a carbonated drink with fruit flavor, made with
citrus aromas, sugar and quinine. Last but not least they also produce Viva Backus which is another
soda in their range.
Backus’ Sales and Financial Information
1
In 2016, the beer market in Perú showed a growth of 2.1% with respect to the previous year 2015. The
total volume of beer sold in 2016, of all beers, all brands and companies is 14,112 thousand hectoliters
in Perú.
1 Source: Memoría Annual 2016, Backus
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pagina 9 van 42 The BEER MARKET IN PERU 17.01.20184.1.2 Ajegroup
AJE is a multinational specialized in drinks. More specifically in purified water, juices, sodas, energy
drinks and teas. The group originated in 1988 in Perú and is now present in 23 countries all around
South-America, Asia, Africa and Spain. They still have their central offices in Ayacucho, Perú.
In 2008, AJE entered the beer market with the launch of a beer named ‘Caral’. But this product failed
to succeed in the industry and the production was canceled in 2011. However, AJEGroup did not quit
with its beer endeavors and came with a new beer on the market in late 2011 called ‘Tres Cruces’.
This time, AJE profiled this beer as a premium product with the highest quality standards and with an
extraordinary taste and aroma. It’s a lager with 5% alcohol percentage.
It is mostly available in the Lima region in bars, restaurants and more exclusive places and
supermarkets. The slogan is ‘Tres Cruces. Lo bueno no llega, se busca.’ Which means that the customer
has to search for the good products to come to him.
Picture 2: Tres Cruces: Imagedrinks, 2017
4.2 ARTISANAL BREWERIES
Because the beer market in Perú is an almost entirely monopolized sector, it is very difficult for
artisanal and little breweries to make an entry or to be competitive.
The Unión of Cervecerías Peruanas Backus y Johnston S.A.A. has currently 95% market share in the
sector. This is because they integrated all the smaller commercial breweries of the country and made
them into subsidiaries. So each brewery still produces its own licensed beer but they are all members
of Backus. The most recent aim of the company is to let their market share augment even more. They
want to see it reach 99% in the future. This means that the smaller domestic artisanal breweries that
already struggle will have to compete even more. Luckily, there is a tiny but fast growing market for
craft beer, in line with booming Peruvian gastronomy. In 2016, the entire craft segment grew an
estimated 50%, mostly because Peruvian consumers are interested in following the global trend of
liking and consuming craft beers.
Regarding the artisanal breweries, 3 of them are important in the beer market and the products are
also for sale in the supermarkets. They are called Perú’s microbreweries and they are fighting to
change tax laws which put them at a disadvantage against the economies of scales of Ab Inbev’s local
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pagina 10 van 42 The BEER MARKET IN PERU 17.01.2018monopoly. The movement of those microbreweries started about ten years ago but today the market
of craft beer is popular but still very tiny. Generally speaking, they have around 0.2% of the total
market.
Since 2014, The growth has been exponential and the 24 biggest craft brewers formed a lobby group
called ACAPR.2
In total, Perú has around 60 local microbreweries in the whole country. Their products are sold in
premium points of sale, because they have a higher price range. You can find them in premium
supermarkets, convenience stores and premium restaurants and bars.
Because of the difficult market position there in, the small but growing craft beer industry in Perú is
pushing Congress to change its excise tax scheme so small breweries which sell less than 34000 barrels
per year pay less in excise tax than large breweries. They need lesser barriers in order to grow.
Some examples of breweries that are member of the ACAPR and whose products are represented in
the main supermarkets are Candelaria, Sierra Andina and Barbarian.
Picture 3 & 4: Pinterest, 2017
2
Source: (http://www.cervecerosartesanales.com/cerveza-artesanal)
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pagina 11 van 42 The BEER MARKET IN PERU 17.01.20185. TRADE FLOWS
Product code: 22030000 – Beer from malt
5.1 IMPORTANT STATISTICS
An overview of the Peruvian import statistics shows us the different trends over the last 5 years. To
illustrate this, every year has its own statistics and importation data. During every year, the place in
the ranking of Belgium is clearly indicated. This is done to make Belgium’s position in the Peruvian
beer importation more obvious. The scope of information is 5 years. In this paper the trends in the
import statistics will be recognized with analytical information in tables and graphs. These tables
show the most important importation data such as place in the ranking, name of the country, unit of
the products, volume, the percentage in volume, CIF and the percentage of the CIF. These statistics
will be shown from 2012 through 2016, to give the reader a clear indication of whether Belgium’s
position has evolved positively or rather negatively in the last 4 years. Also, the graphs are a
representation of the trade data between January and December of that same year.
2012
Nr. Code Name Unit Volume %Vol. Cif %Cif
1 220 BRASIL LITRO 8036774,895 71,43 4349674,64 53,29
2 225 USA. - ESTADOS UNIDOS LITRO 986694,648 8,77 1157715,53 14,18
3 216 MEXICO LITRO 856058,4 7,61 852851,6 10,45
4 '1033 NETHERLANDS LITRO 611938,52 5,44 842525,55 10,32
5 504 ITALIA LITRO 323169,66 2,87 330484,03 4,05
6 '1066 ALEMANIA LITRO 190287,48 1,69 198929,51 2,44
7 224 ARGENTINA LITRO 125484,48 1,12 171609,47 2,10
8 514 BELGICA LITRO 34395,36 0,31 98515,39 1,21
9 510 UNITED KINGDOM LITRO 31396 0,28 54115,14 0,66
10 122 SWAZILAND LITRO 13992 0,12 20228,09 0,25
11 506 IRELAND LITRO 7392 0,07 19204,47 0,24
12 112 SOUTH AFRICA LITRO 5347,2 0,05 13688,01 0,17
13 406 AUSTRALIA LITRO 6467 0,06 13541,39 0,17
14 206 DOMINICAN REPUBLIC LITRO 10224 0,09 12343,86 0,15
15 528 POLAND LITRO 5702,4 0,05 8456,6 0,10
16 505 FRANCE LITRO 2760 0,02 7256,64 0,09
17 226 CANADA LITRO 1857,275 0,02 5123,59 0,06
18 218 ECUADOR LITRO 1175,04 0,01 4141,71 0,05
19 544 CZECH REPUBLIC LITRO 79,2 0,00 1360,71 0,02
20 251 PUERTO RICO LITRO 14,905 0,00 555,97 0,01
21 331 JAPON LITRO 162 0,00 333,32 0,00
TOTAL 8162655,22
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pagina 12 van 42 The BEER MARKET IN PERU 17.01.2018IMPORTATION PERÚ JANUARY - DECEMBER 2012
2% BRASIL
2%
USA. - ESTADOS UNIDOS
4% MEXICO
NETHERLANDS
10% ITALIA
ALEMANIA
ARGENTINA
10% BELGICA
53%
UNITED KINGDOM
SWAZILAND
IRELAND
14% SOUTH AFRICA
AUSTRALIA
DOMINICAN REPUBLIC
In 2012 it can be concluded that Perú’s biggest importers of foreign beer were Brazil with 53% and
the United States with 14%. Together they held 67% of the total importation of beer. In 2012, Belgium
had 8th place in the ranking for imported beers into Perú.
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pagina 13 van 42 The BEER MARKET IN PERU 17.01.20182013
Nr. Code Nombre Unit Volume %Vol. Cif %Cif
1 220 BRASIL LITRO 5767050,1 60,13 4162339,89 48,76
2 216 MEXICO LITRO 1688879,16 17,61 1650263,61 19,33
3 '1033 NETHERLANDS LITRO 587477,64 6,13 786411,01 9,21
4 225 USA. - ESTADOS UNIDOS LITRO 630001,068 6,57 738464,81 8,65
5 504 ITALIA LITRO 366513,8 3,82 393691,57 4,61
6 '1066 ALEMANIA LITRO 294514,52 3,07 298307,15 3,49
7 224 ARGENTINA LITRO 113097,6 1,18 158163,11 1,85
8 514 BELGICA LITRO 25000,32 0,26 99888,5 1,17
9 510 UNITED KINGDOM LITRO 33010 0,34 61613,14 0,72
10 226 CANADA LITRO 15272,52 0,16 50835,43 0,60
11 517 ESPAÑA LITRO 169,73 0,00 26012,71 0,30
12 112 SOUTH AFRICA LITRO 10780,8 0,11 24896,68 0,29
13 206 DOMINICAN REPUBLIC LITRO 19456,32 0,20 22778,64 0,27
14 544 CZECH REPUBLIC LITRO 12862,08 0,13 19995,41 0,23
15 506 IRELAND LITRO 7603,2 0,08 17626,08 0,21
16 122 SWAZILAND LITRO 13968 0,15 17616,24 0,21
17 334 REPUBLICA DE KOREA LITRO 1956 0,02 2186,62 0,03
18 336 CHINA LITRO 681,6 0,01 1922,76 0,02
19 223 URUGUAY LITRO 297 0,00 1541 0,02
20 '1061 ZONAS FRANCAS DEL PERU LITRO 1870 0,02 1427,54 0,02
21 218 ECUADOR LITRO 38,34 0,00 1228,45 0,01
22 331 JAPON LITRO 12 0,00 32,86 0,00
TOTAL 8537243,21
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pagina 14 van 42 The BEER MARKET IN PERU 17.01.2018IMPORTATION PERÚ JANUARY - DECEMBER 2013
BRASIL
MEXICO
3%
NETHERLANDS
5%
USA. - ESTADOS UNIDOS
9% ITALIA
ALEMANIA
49%
ARGENTINA
9%
BELGICA
UNITED KINGDOM
CANADA
19% ESPAÑA
SOUTH AFRICA
DOMINICAN REPUBLIC
In 2013, the biggest importers of beer in Perú were Brazil and Mexico. Together they held 68 % of the
total importation share in that year. Belgium kept his position stable, and kept 8th place.
2014
Nr. Code Name Unit Volume %Vol. Cif %Cif
1 216 MEXICO LITRO 1894815,58 28,41 1838083,75 24,97
2 225 USA. - ESTADOS UNIDOS LITRO 1119203,256 16,78 1398221,7 18,99
3 222 PARAGUAY LITRO 455464,656 6,83 740261,15 10,06
4 220 BRASIL LITRO 789545,295 11,84 665435,58 9,04
5 '1033 NETHERLANDS LITRO 447426 6,71 632381,39 8,59
6 504 ITALIA LITRO 537752,31 8,06 549865 7,47
7 '1066 ALEMANIA LITRO 389358,48 5,84 435983,32 5,92
8 221 BOLIVIA LITRO 563044,008 8,44 384695,64 5,23
9 224 ARGENTINA LITRO 183771,12 2,76 202745,45 2,75
10 218 ECUADOR LITRO 108168,48 1,62 157287,85 2,14
11 514 BELGICA LITRO 35111,76 0,53 125454,91 1,70
12 517 ESPAÑA LITRO 47441,24 0,71 79230,09 1,08
13 510 UNITED KINGDOM LITRO 26934 0,40 50667,86 0,69
14 226 CANADA LITRO 11511,08 0,17 36196,73 0,49
15 336 CHINA LITRO 18852 0,28 22470,18 0,31
16 506 IRELAND LITRO 6441,6 0,10 15408,34 0,21
17 '1061 ZONAS FRANCAS DEL PERU LITRO 18870 0,28 14409,64 0,20
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pagina 15 van 42 The BEER MARKET IN PERU 17.01.201818 206 DOMINICAN REPUBLIC LITRO 9798 0,15 11761,8 0,16
19 334 REPUBLICA DE KOREA LITRO 852 0,01 906 0,01
20 331 JAPON LITRO 5202 0,08 314,86 0,00
TOTAL 7361781,24
IMPORTATION PERÚ JANUARY - DECEMBER 2014
MEXICO
USA. - ESTADOS UNIDOS
3% PARAGUAY
5% 25% BRASIL
6% NETHERLANDS
ITALIA
ALEMANIA
7%
BOLIVIA
ARGENTINA
9% ECUADOR
19%
BELGICA
9% ESPAÑA
10% UNITED KINGDOM
CANADA
In 2014, the biggest importers of beer in Perú were Mexico and The United States. Together they held
44 % of the total importation share in that year. Belgium lost its 8th position and became 11th.
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pagina 16 van 42 The BEER MARKET IN PERU 17.01.20182015
Nr. Code Name Unit Volume %Vol. Cif %Cif
1 216 MEXICO LITRO 3571262,88 45,34 3131749,65 38,99
2 225 USA. - ESTADOS UNIDOS LITRO 2414227,44 30,65 2734499,36 34,04
3 '1033 NETHERLANDS LITRO 804400,32 10,21 1049981,44 13,07
4 '1066 ALEMANIA LITRO 365150,641 4,64 272012,34 3,39
5 504 ITALIA LITRO 307750,44 3,91 270247,07 3,36
6 224 ARGENTINA LITRO 166265,88 2,11 221269,15 2,75
7 514 BELGICA LITRO 72916,86 0,93 131136,33 1,63
8 517 ESPAÑA LITRO 85877,84 1,09 88899,76 1,11
9 510 UNITED KINGDOM LITRO 25709 0,33 47472,7 0,59
10 506 IRELAND LITRO 9820,8 0,12 23364,14 0,29
11 226 CANADA LITRO 7216,8 0,09 21074,13 0,26
12 220 BRASIL LITRO 28459,2 0,36 16254,7 0,20
13 336 CHINA LITRO 10248 0,13 12711,71 0,16
14 544 CZECH REPUBLIC LITRO 1401,84 0,02 4664,01 0,06
15 '1061 ZONAS FRANCAS DEL PERU LITRO 5046 0,06 3853,23 0,05
16 331 JAPON LITRO 802 0,01 3027,56 0,04
TOTAL 8032217,28
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pagina 17 van 42 The BEER MARKET IN PERU 17.01.2018IMPORTATION PERÚ JANUARY - DECEMBER 2015
MEXICO
USA. - ESTADOS UNIDOS
3%
3% NETHERLANDS
3%
ALEMANIA
ITALIA
39%
13% ARGENTINA
BELGICA
ESPAÑA
UNITED KINGDOM
IRELAND
CANADA
BRASIL
34%
CHINA
CZECH REPUBLIC
In 2015, the biggest of exporters were the same of the previous year. Thus Mexico and The United
Stated had the biggest importation volume in Perú. Together they held 73% of the total importation
in that year. Belgium rose in its position and held 7th place.
2016
Nr. Code Name Unit Volume %Vol. Cif %Cif
1 216 MEXICO LITRO 6364335,7 64,04 4984411,2 57,51
2 202 COLOMBIA LITRO 1565720,4 15,76 1463908,2 16,89
3 '1033 NETHERLANDS LITRO 765673,32 7,70 947997,79 10,94
4 '1066 ALEMANIA LITRO 343074 3,45 304763,64 3,52
5 504 ITALIA LITRO 317980,08 3,20 258593,8 2,98
6 224 ARGENTINA LITRO 170665,08 1,72 190003,96 2,19
7 514 BELGICA LITRO 33440,38 0,34 106521,18 1,23
8 225 USA. - ESTADOS UNIDOS LITRO 73644,23 0,74 104882,84 1,21
9 172 PORTUGAL LITRO 133895,52 1,35 75537 0,87
10 517 ESPAÑA LITRO 44310,24 0,45 72521,2 0,84
11 220 BRASIL LITRO 48787,2 0,49 28896,87 0,33
12 226 CANADA LITRO 8970 0,09 25599,42 0,30
13 510 UNITED KINGDOM LITRO 12977,12 0,13 25576,79 0,30
14 506 IRELAND LITRO 11193,6 0,11 25357,32 0,29
15 336 CHINA LITRO 20508 0,21 23885,28 0,28
16 331 JAPON LITRO 11589,98 0,12 17283,54 0,20
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pagina 18 van 42 The BEER MARKET IN PERU 17.01.201817 '1061 ZONAS FRANCAS DEL PERU LITRO 8980 0,09 8590,64 0,10
18 334 REPUBLICA DE KOREA LITRO 1890 0,02 2535,39 0,03
TOTAL 8666866,06
IMPORTATION PERÚ JANUARY - DECEMBER 2016
MEXICO
2%
COLOMBIA
3% NETHERLANDS
4% ALEMANIA
ITALIA
11% ARGENTINA
BELGICA
USA. - ESTADOS UNIDOS
58% PORTUGAL
ESPAÑA
17%
BRASIL
CANADA
UNITED KINGDOM
IRELAND
In 2016, México and Colombia are the 2 biggest providers of foreign beer. Only their 2 countries
represent 76 % of the beer importation in Perú. Belgium kept its 7th place in the ranking, this is the
same as the year before.
Source of the Statistics: Carried out based on data taken from www.checkpoint.cl © LEGALPUBLISHING
2008 - Todos los Derechos Reservado
5.2 TOP 20 BRANDS IMPORTED BEERS
In the table below, the 20 most popular imported brands from the period 2012-2016 are shown. For
2016, the most important brand that is imported in Perú is Corona, which is imported from Mexico
and second place belongs to Miller Genuine Draft, that is imported from Colombia. Heineken got third
place. 3
3
Source: Camara de Comercio, Lima; CAMTRADE, 2016
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pagina 19 van 42 The BEER MARKET IN PERU 17.01.2018Picture 4: Top 20 brands in Perú, 2016 //////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// pagina 20 van 42 The BEER MARKET IN PERU 17.01.2018
5.3 BELGIAN BEER EXPORTS EVOLUTION
Year Code Country Unit Volume %Vol. Cif %Cif
2012 514 BELGICA LITRO 34395,36 0,31 98515,39 1,21
2013 514 BELGICA LITRO 25000,32 0,26 99888,51 1,17
2014 514 BELGICA LITRO 35111,76 0,53 125454,91 1,70
2015 514 BELGICA LITRO 72916,86 0,93 131136,33 1,63
2016 514 BELGICA LITRO 33440,38 0,34 106521,18 1,23
BELGIAN EXPORTS TO PERÚ: IN CIF $
140000
120000
100000
80000
131136,33
125454,91
106521,18
60000
99888,51
98515,39
40000
20000
0
2012 2013 2014 2015 2016
Chart 1: Statistics carried out based on data taken from www.checkpoint.cl, 2017
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pagina 21 van 42 The BEER MARKET IN PERU 17.01.2018BELGIAN EXPORTS TO PERÚ: IN VOLUME L.
80000
70000
60000
50000
72916,86
40000
30000
34395,36
33440,38
35111,76
20000 25000,32
10000
0
2012 2013 2014 2015 2016
Chart 2: Statistics carried out based on data taken from www.checkpoint.cl, 2017
As indicated in the graphs above, total Belgian beer imports increased steadily during the period 2012
to 2015 in regard to CIF, However, since 2015, a negative evolution can be observed and the total
decreased with 19%. The same trend can be observed in the Belgian beer importation in Perú but via
volume in liter. The volume slowly augmented, except for 2013, and from 2015 to 2016 it took a drastic
fall and decreased with 46%.
5.4 PERUVIAN BEER EXPORTS EVOLUTION
PERUVIAN EXPORTS IN VOLUME L.
18000000
15738966,44
16000000 14341875,06
14000000
12000000
10000000 8223262,015 7826218,765 7745683,657
8000000
6000000
4000000
2000000
0
LITRO LITRO LITRO LITRO LITRO
2016 2015 2014 2013 2012
Chart 3: Statistics carried out based on data taken from www.checkpoint.cl, 2017
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pagina 22 van 42 The BEER MARKET IN PERU 17.01.2018PERUVIAN EXPORTS IN FOB $
14000000
12403688,13
12000000
9710263,47 9695386,46
10000000
8563105,6
8000000 7243323,63
6000000
4000000
2000000
0
2016 2015 2014 2013 2012
Chart 4: Statistics carried out based on data taken from www.checkpoint.cl, 2017
The Peruvian exportation of beer to the world is indicated in graphics above, both exports in volume
and in FOB have declined over the period 2012-2014. After that period, a slow but steady augmentation
in volume and FOB is visible, meaning that Perú is again exporting more beer to other countries,
however the end results are still not compatible to 2012.
6. CHANNELS OF DISTRIBUTION AND PRICING TABLES
The main channels of distribution are restaurants, pubs, discos, supermarkets, gourmet shops and
retail. This is the case for most of the local beer produced in Perú. Imported beers go to retail through
an importer/distributor. Imported beers have a smaller chain of distribution because they are seen as
premium beers and are more expensive, hence they are not sold everywhere in Perú. Imported beers
are possible for sale generally in the premium supermarkets like Wong, PlazaVea, Vivanda and the
specialized pubs and restaurants. Below an overview of set prices of the assortment of products (also
of the imported and Belgium beers present) at PlazaVea supermarkets. Belgium products are indicated
in blue. In general: Delirium Tremens, Duvel, La Chouffe and Chimay can be found in supermarkets.
This table is made regarding the prices on March 6th 2017. (For your information 1€ = 3,35 PEN –
currency rate 3.05.’17).
Country Type of Beer Price (06/03/2017)
PERÚ Cristal 330 ml (botella) PEN 2.39
PERÚ Cristal 355 ml (lata) PEN 2.60
PERÚ Cristal 12 X 330 ml (lata) PEN 28.59
PERÚ Cristal 6 X 330 ml (lata) PEN 16.29
PERÚ Cristal 6 X 330 ml (botella) PEN 16.29
PERÚ Cristal Ultra 330 ml (botella) PEN 3.00
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pagina 23 van 42 The BEER MARKET IN PERU 17.01.2018PERÚ Cusquena Dorada (12 X 355 ml) (lata) PEN 31.90
PERÚ Cusquena (355 ml) (lata) PEN 3.20
PERÚ Cusquena Dorada (330 ml) (botella) PEN 3.15
PERÚ Cusquena Dorada (6 X 330 ml) (botella) PEN 20.50
PERÚ Cusquena Negra (330 ml) (botella) PEN 3.30
PERÚ Cusquena Negra (6 X 330 ml) (botella) PEN 20.50
PERÚ Cusquena Roja (330 ml) (botella) PEN 3.15
PERÚ Cusquena Roja (6 X 330 ml) (botella) PEN 20.50
PERÚ Pilsen Callao 355 ml PEN 2.80
PERÚ Pilsen Callao 12 X 310 ml (lata) PEN 33.00
PERÚ Pilsen Callao 6 X 355 ml (lata) PEN 17.70
PERÚ Pilsen Callao 310 ml (botella) PEN 2.99
PERÚ Pilsen Callao 6 X 310 ml (botella) PEN 15.90
PERÚ Tres Cruces 6 X 355 ml (lata) PEN 12.50
PERÚ Candelaria Pale Ale 330 ml (botella) PEN 7.95
PERÚ Candelaria Golden Ale 330 ml (botella) PEN 7.95
PERÚ Candelaria Red Ale 330 ml (botella) PEN 7.95
PERÚ Candelaria Witbier 330 ml (botella) PEN 7.95
PERÚ Barbarian Chask Porter 345 ml (botella) PEN 9.50
PERÚ Barbarian Lima Pale Ale 345 ml (botella) PEN 9.50
PERÚ Barbarian La Nena 345 ml (botella) PEN 9.50
PERÚ Barbarian 174 IPA 345 ml (botella) PEN 9.50
PERÚ Barbarian Garaje Brown Ale 345 ml (botella) PEN 9.50
PERÚ Barbarian Red Ale 345 ml (botella) PEN 9.50
PERÚ Sierra Andina Huaraz 330 ml (botella) PEN 8.60
PERÚ Sierra Andina Pacha 330 ml (botella) PEN 10.00
PERÚ Sierra Andina Don Juan Porte 330 ml (botella) PEN 8.60
PERÚ Sierra Andina Shama 330 ml (botella) PEN 9.30
ENGLAND Abbot Ale 500 ml (botella) PEN 18.70
ENGLAND Fuller's 1845 500 ml (botella) PEN 23.40
ENGLAND Fuller's Golden Pride 500 ml (botella) PEN 23.50
ENGLAND Old Speckled Hen 500 ml (botella) PEN 18.70
GERMANY Bitburger 330 ml (botella) PEN 6.00
GERMANY Bitburger 500 ml (lata) PEN 8.50
GERMANY Erdinger 0% alcohol 500 ml (lata) PEN 13.50
GERMANY Erdinger 0% alcohol 500 ml (botella) PEN 13.50
GERMANY Erdinger 0% alcohol 330 ml (botella) PEN 9.50
GERMANY Erdinger Weisssbier 500 ml (botella) PEN 13.50
GERMANY Erdinger Weisssbier 330 ml (botella) PEN 9.50
GERMANY Erdinger Dark 500 ml (botella) PEN 15.50
ITALY Peroni 4 X 330 ml (botella) PEN 18.55
ITALY Peroni 330 ml (botella) PEN 4.60
ITALY Peroni 330 ml (botella) PEN 4.60
JAPAN Sapporo Premium beer 330 ml (botella) PEN 13.59
JAPAN Sapporo Reserve beer 650 ml (lata) PEN 18.50
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pagina 24 van 42 The BEER MARKET IN PERU 17.01.2018JAPAN Sapporo Premium beer 355 ml (lata) PEN 11.00
MEXICO Corona 710 ml (botella) PEN 7.50
MEXICO Corona 355 ml (botella) PEN 5.50
MEXICO Corona 6 X 355 ml (botella) PEN 23.90
SPAIN Koperwiek 6 X 330 ml (lata) PEN 9.99
SPAIN Estrella Galicia 330 ml (botella) PEN 6.00
THE NETHERLANDS Grolsch 330 ml (botella) PEN 5.00
THE NETHERLANDS Heineken 6 X 355 ml (lata) PEN 35.89
THE NETHERLANDS Heineken 6 X 330 ml (botella) PEN 35.90
USA Budweiser 343 ml (botella) PEN 3.20
USA Budweiser 6 X 343 ml (botella) PEN 18.70
USA Miller 330 ml (botella) PEN 4.30
USA Miller 355 ml (lata) PEN 3.80
USA Miller 6 X 355 ml (botella) PEN 21.90
BELGIUM La Chouffe 4 X 330 ml + copa (botella) PEN 101.50
BELGIUM La Chouffe 330 ml (botella) PEN 24.30
BELGIUM Delirium Tremens 330 ml (botella) PEN 30.20
BELGIUM Duvel 330 ml (botella) PEN 22.60
BELGIUM Duvel 2 X 330 ml + copa PEN 49.00
7. TARIFF ADVANDAGES AND TAXES
In general, it is possible to import all kinds of goods to Perú; however, goods are subject to customs
duties of 6 % on the CIF value (Value of the goods (FOB) + Freight + Insurance) and VAT which is 18 %
on the CIF value + the customs duties. This 18% is the Impuesto General de las Ventas (16%) and the
Impuesto de Promoción Municipal (2%). Which is the VAT and the municipal promotion tax. Next to
these taxes, the insurance of 1.75% must be paid as well.
Also, for alcoholic beverages such as beer, extra import duties in Perú have to be paid. These taxes
are derived from the percentage of alcohol the drink contains. The full degree of taxes can be analyzed
in the tables below.
For beers that have an alcohol percentage of 0° to 6° degrees, one has to pay a fixed price of 1,25
PEN/liter or 30% of the retail price. The highest tax rate of the two will apply. Also, of beers that have
an alcohol percentage of 6° to 20° degrees, the fixed price is 2,5 PEN/liter or 25% of the retail price.
Again, the highest tax rate will apply.
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pagina 25 van 42 The BEER MARKET IN PERU 17.01.20184
4
Source all tax statistics: http://www.aduanet.gob.pe/
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pagina 26 van 42 The BEER MARKET IN PERU 17.01.20188. LABELLING AND PACKAGING REQUIREMENTS 8.1 LABELLING The labelling and marketing requirements for food products in Perú are almost the same as in Europe. If the labelling is in another language than Spanish, a separate adhesive label with the Spanish translation should be attached. The VAT-number and the name of the manufacturer, importer or distributor must also be added to the packaging. INDECOPI, the Consumer Protection Office of Perú’s Consumer Defense Agency, is in charge of the food and beverage labeling and advertising. All latest requirements are described in law 28.405. Imported food and beverages must also be registered by Dirección General de Salud Ambiental (DIGESA). The label must contain following information5: PRODUCT NAME INGREDIENTS DIGESA sets up a list of sanitary standards. All materials and food additives must meet these requirements. You can find the list of additives in the Codex alimetarius on the website of DIGESA. MANUFACTURER The name, VAT-number and address of the manufacturer should be added to the label. All the food additives that are not included in this list, are forbidden. NET CONTENT The net content should be expressed in units of the metric system. SANITARY REGISTRATION NUMBER The Sanitary Registration Number can be obtained from the DIGESA bureau (Dirección General de Salud Ambiental). Once the product is registered, the license is valid for 5 years. To complete the registration, following documents should be included: a physical-chemical analysis carried out by an authorized laboratory in Perú (you can find these on the website of DIGESA); a certificate of free trade; the label of the product and the registration receipt of payment. EXPIRATION DATE The expiration date should be clearly printed in indelible characters on the product or packaging depending on the nature of the product. MANUFACTURING NUMBER The manufacturing number must be marked on the product in a readable, visible way. It can either be written in a code or clear language to identify the manufacturer and its number. CONSERVATION INSTRUCTION IMPORTER / DISTRIBUTOR The name, VAT-number and address of the importer/distributor should be added to the label. MANUFACTURING DATE 5 Source: https://www.export.gov/article?id=Peru-Labeling-Marking-Requirements, Market Access Database of the European Commission, 2017 //////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// pagina 27 van 42 The BEER MARKET IN PERU 17.01.2018
COUNTRY OF MANUFACTURE
The country of origin should be clearly printed in indelible characters on the product or packaging,
depending on the nature of the product.
RISKS
A warning about the risks and the dangers that may occur by consuming the product. On every bottle
of beer there is a sticker which says: ‘Tomar bebidas alcoholicas en exceso es dañino’ which means
that drinking too much alcoholic beverages is dangerous for your health.
Picture 5: example of packaging Delirium Tremens in Plaza Vea, 2017
8.2 PACKAGING
Perú is known as a humid country and products are often exposed to the open air. Therefore, it is
important that packaging material is waterproof and impact resistant. The material for the packaging
of food and beverages must be harmless and free of substances that could affect food safety.
According to the Ministry of Health’s sanitary standards, packages must be made to preserve the
product’s sanitary quality and composition. In Perú, packaging with recycled paper, cardboard or
plastic is forbidden.
9. PRODUCT POTENTIAL
Generally speaking, the Peruvian beer market is monopolized by Union de Cervecería Peruanas Backus
y Johnston S.A.A (with 95% market share) All popular and famous national beer brands such as Pilsen
Callao, Cristal, Cusqueña are produced and represented via Backus.
Perú is a country with a great cultural heritage for the national beers. Peruvians are proud and are
big consumers of all national beers rather than imported beers. The national beer consumption per
capita has been growing consequently since 2010. The numbers for 2010 is 40 liters per year per capita
and grew to 46,1 liters per year in 2016. However, they do not only drink beer. There has been a trend
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pagina 28 van 42 The BEER MARKET IN PERU 17.01.2018of consuming other alcohol besides beer in the country. The most important drink next to beer is
Pisco, which is a typical wine-distilled liquor. Next to Pisco, Peruvians also like to drink wine and
stronger liquor like vodka, whisky and gin. Those drinks all augmented in consumption in 2016 in
comparison with the year before. According to newspaper, Gestión and research center Euromonitor
International, Perú is the 3rd country that consumes the most alcohol in South – America and the 4th
country that consumes the most beer per capita in the region. The Peruvian spends 118,5 USD on beer
in a year. Ranked with a higher consumption per capita is Brazil with 64,9 liters, Mexico with 52,1 liters,
and Colombia with 48,9 liters.6
Picture 6: Gestion.pe, 2016
The Peruvian consumer has a preference for Lager beers and Premium Lager beers. The major
consumers of beer are men and woman between 18 – 35 years old. It is quite obvious that this age –
range has the most consumers because it is the biggest demographic age range in the Peruvian
population.
Note: For the most brands, in a smaller demographic barrier, young people from the age of 18 – 25
are the biggest consumers in beer consumption. That is the reason why big brands focus their
marketing campaigns on that segment. Generally, according to Peruvian law 28681, the legal drinking
age is 18 years old. In reality, this is not the case in the country. The law is very much ignored by both
drinkers and vendors and sometimes even law-enforcement.
6
Source: ¿Cuánto es el consumo per cápita de bebidas alcohólicas en el Perú; www.gestion.pe, 2016
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pagina 29 van 42 The BEER MARKET IN PERU 17.01.2018Picture 7: Indexmundi, 2014
Men and women that are part of that big consuming range, come from all different socio-economic
sectors, even the women are good consumers of the alcoholic beverage because a lot of them are
active in the regular working class. The Peruvian consumers prefer to enjoy their drink from glass
bottles, this is why that packaging is the most popular in the country. Most consumed in that range,
are the bottles of 650 ml, mostly because the Peruvian customers enjoy sharing beer with family
member of friends in festive occasions. In second place the personal bottle of 330/350 ml is positioned.
The aluminum cans are not yet in the race for competitiveness. 7
Perú is a country that is focused on a beer culture and there is an urge for wanting to develop this
more. In order for the market to evolve even more, companies and more in specifically Backus, is
planning a specific strategy to make beer even more attractive in the country. This strategy will be
implemented with the use of a 3-pilar system. When customers will follow these 3 pillars, development
of the beer culture will be possible. The first pillar focuses itself on knowledge. Every time a Peruvian
consumes a beer, they must know what they are drinking. In that way, they will think more about the
product itself, what ingredients it contains, what alternatives exist…. The second pillar is aimed at
proud. It can be possible to link beers more to the Peruvian gastronomy, something that the Peruvians
are very proud of. Just as Peruvian food, the beer assortment can be as diverse for the consumers.
This new trend can be noticed with a Cusqueña Trigo for example, a new beer aiming for diversity.
The last pillar is directed to belonging. This sense of belonging should be present with the consumers
need to drink beer. It exists because Perú is a country with a lot of history, cultural heritage and
traditions. What can be aiding with the rise of beer culture in Perú is aiming and promoting the beers
with the cultural heritage.8
10. NEW TRENDS IN PERUVIAN BEER MARKET
In recent years, a movement of artisanal beer in Perú has become noticeable. Artisanal beers and thus
the craft breweries did not exist until 10 years ago. There were no other alternatives for the national
beers for Peruvian consumers. This all changed when since about 2012, craft breweries have been
popping up across the whole country of Perú and the movement grew. Artisanal brewers claim that
7
Source: https://es.slideshare.net/Cizem/mercado-de-cerveza-peru
8
Source: ‘La cultura cervecera en el Perú: http://elcomercio.pe/blog/destilandopisco/2015/02/la-cultura-cervecera-en-el-peru’
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pagina 30 van 42 The BEER MARKET IN PERU 17.01.2018there is a substantial difference with the aromas and flavors of their craft beers and the products that are available on the mass market. In artisanal breweries, the production process is not automated like in the industrial processing industry which results in more natural taste of the artisanal beers. Continuing with the artisanal breweries, three of them are important in the current climate and are also for sale in the national and local supermarkets. They are called Candelaría, Sierra Andina and Barbarían. Precisely, since 2014, the growth of those artisanal breweries has been exponential. And together with the other 21 biggest craft brewers they formed a lobby group called ACAPR.9. In total, Perú has around 60 local microbreweries in the whole country. Their products are sold in premium points of sale, because they have a higher price range. You can find them in premium supermarkets and of course all tourist-oriented places and cities. And since 2015, there is a new trend in Perú which explains the growth of the craft segment in beers. In 2015, the entire craft segment grew an estimated 50%, mostly because Peruvian consumers are interested in following the global trend of liking and consuming craft beers. However, just because it is a new trend does not mean that it is easy for the artisanal breweries to compete with Backus and to gain more market share. The main issue that arose for all craft breweries is that they have to comply with high tax laws. “Under current tax law, breweries pay an excise tax of either $0.38 per liter or 30% of the retail price – whichever is higher. Consumers pay $3 on average for a 330 ml bottle of Sierra Andina, compared to $1.25 for a 650 ml bottle of popular Backus brand, Pilsen. Based on those prices, Sierra Andina would pay $2.75 in excise tax per liter while Backus would pay just $0.67. According to their annual report, Backus paid $600 million in excise tax on $1.2 billion in sales in 2015, from which the company earned $360 million in net income. Sierra Andina pays higher production costs per unit on much smaller volume of 130 barrels per month, and it also pays more for higher-quality malt and hops than Backus does for its lighter, American- style lagers. With a smaller tax burden for his business, the extra money would go back into Huaraz’s local economy in the form of jobs, argue local brewers. Popular Force congressman Luis Galarreta recently submitted a bill to Congress which will modify Perú’s excise tax by allowing companies which brew less than 34,000 barrels per year to pay a fixed excise tax of $0.38 per liter.”10 Artisanal breweries are still fighting to change tax laws for them and they keep putting stress on Congress to help them and pass their bill. However, still no favorable decision has been made for the craft breweries of Perú. 11. RECOGNITION OF BELGIAN BEER IN PERÚ. Currently, Belgian beers are fairly unknown products in Perú. For that reason, recognition of the Belgian beers is obviously not that significant. It is difficult for Belgian beers to profile themselves outside the niche market they are currently in. Prices of the beers are too high for the mass market consumer and there are no indications of marketing campaigns in the country, nor notifications in 9 Asociación de Cerveceros Artesanales de la República del Perú. 10 Source: Peru’s craft brewers face high barriers to compete with beer monopoly; http://perureports.com/2017/01/26/perus-craft-brewers-want-different-tax- scheme-beer-monopoly/ //////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// pagina 31 van 42 The BEER MARKET IN PERU 17.01.2018
the press. In order for the market to grow, more awareness should be created by the Peruvian
consumers and more supply should be on hand.
Currently in Perú, the following products, portrayed in the table below11, can be found because they
are directly imported from Belgium. The 2 biggest Peruvian import companies are called Cervesia and
Casa Belga. They distribute their products to restaurants and bars. Also, a small segment of Cervesia’s
Belgian brands is sold to premium supermarkets, this is Chimay Tripel, Delirium Tremens, Duvel and
La Chouffe. Casa Belga also owns its shop in Lima where customers can buy beers that cannot be
found in supermarkets.
Timmermans Floris Kriek/ Passion/ Cuvee des Trolls
Framboise
Achel La Chouffe Bush Blond/ Amber/ Tripel/
Peche
Westmalle Dubbel/ Tripel Chimay Blue/ Red/ Tripel Gulden Draak
La Trappe Kwak Piraat Tripel Hop
Duvel St. Bernardus Guillotine
Delirium Tremens/ Red/ Lindemans Kriek/ St- feuillen
Nocturnum Pecheresse
Maredsous Tripel/Blond Tripel Karmeliet …
Table 2: Belgian brands in Perú
Picture 8: 3 most popular brands Cervesia, 2017
11
Source: www.checkpoint.cl; Informe detalle de importaciones
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pagina 32 van 42 The BEER MARKET IN PERU 17.01.2018Picture 9: Belgian beer for sale at Casa Belga shop, 2017
Picture 10: Belgian beers for sale at Casa Belga restaurant in Lima, 2017
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pagina 33 van 42 The BEER MARKET IN PERU 17.01.201812. TESTIMONIALS
SPSA Supermarkets: SPSA Supermarkets or Supermercados Peruanos S.A. is the second largest
supermarket and hypermarket chain in Perú. They own Vivanda and PlazaVea and are headquartered
in the capital, Lima. The interview was conducted with Elias Enrique Umber Sarmiento, who is a
manager of alcoholic drinks and beer at SPSA. He gave some more information on the importation
market and the presence of Belgian beers in the supermarkets in particular.
The supermarkets choose their portfolios in 2 ways. Either they put out a request for a specific brand
and/or product and they choose their distributor. Or a distributor can come presenting new brands
from different countries. For some brands, they don’t use a distributor but for Belgian beer they do
everything via Cervesia, an importer for English and Belgian beer. When deciding on which brands
they keep in the stores they only look at sales. They keep the products with the good sales, without a
specific interest for the brand. They choose pricing with regard what the provider suggest, adding
costs and their own margin of course. But the supermarkets decide what the final price of a Belgian
beer will be when selling it. The total of Belgian beer sales is not high; it is less than 1% of the beer
sale in the supermarkets. Currently they have only Delirium Tremens, Duvel, Chimay and La Chouffe
in their supply. According to them, this is the result of the low interest with Peruvians towards Belgian
beer and because they have no real knowledge over the products. However, it is believed that this
niche market can really develop over time when the Peruvian consumer changes its behavior and is
more involved with Belgian beers. Last but not least, it is believed that in order for Perú to grow with
regard to the consumption of Belgian beer, there must be investments in good marketing campaigns
that will persuade the consumer to try a Belgian beer at least once.
Picture 11: SPSA Supermarkets Perú, 2017
Website: www.vivanda.com.pe & www.plazavea.com.pe
Cervesia: Cervesia is the company name under importer Guldsmed International S.A. Cervesia is owned
by Peruvians Javier Romani Chunga and Liliana Romani Chunga, who started with importing foreign
beers in Perú in 2010. They started and are continuing with importing beer from Belgium and England.
With regard to Belgian beer, they are always looking for new and lucrative ways to improve sales of
the product here in Perú. They mostly choose new beers to import when they are contacting
independent breweries in Belgium. They also consult the website Ratebeer which helps indicating what
kind of beers are wanted on the market. Currently they distribute to 3 big supermarket chains in Perú:
Vivanda, Wong and PlazaVea. They also distribute their products to restaurants and bars, mostly in
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